Move over, seltzer. Non-carbonated drinks are taking the spotlight
Finance Move over, seltzer. Non-carbonated drinks are taking the spotlight About a decade ago, sales of LaCroix began to skyrocket. Soon, flavored seltzers were everywhere, from grocery store refrigerators to liquor store shelves. But the era of bubbles looks like it is winding down, thanks to seltzer fatigue. Now, non-carbonated drinks, from Liquid Death to Surfside Iced Teas, are taking the spotlight. “If you think about where there‘s more growth, where there’s more consumer interest relative to a few years ago, its a shift more to still, across both [alcohol] and non-alc,” said Randy Burt, Americas director of consumer products at consulting firm AlixPartners. Thats not to say seltzers and other carbonated beverages will disappear. But their growth has slowed, as Generation Z increasingly seeks out options without bubbles and beverage companies focus more of their innovation efforts on fizz-free drinks. Look no further than the alcohol category. Malt-based hard seltzers, which includes White Claw, saw volume drop 1.1% in the 52 weeks ended April 26, compared with the year-ago period, according to data from market research firm Circana. On the other hand, ready-to-drink premixed cocktails saw volume grow 46.4% in the same time, fueled by growth from Surfside, Sun Cruiser, BuzzBallz and Cutwater Spirits, which









